New ad agency for Betfred

Top online bookie Betfred has chosen the Manchester-based ad agency BJL to spearhead its forthcoming UK advertising campaign across all media.

Warrington-headquartered Betfred – the world’s biggest independent bookmaker with more than 1,350 shops – has already asked the Manchester agency to start work on an integrated campaign which will incorporate TV, retail and online communications.

BJL managing director Nicky Unsworth said: “The client’s response to our strategic and creative approach was fantastic and we are progressing full steam ahead to produce a campaign which will not only build on the Betfred brand, but will also focus on delivering results.”

Gemma Strath, marketing manager at Betfred, added: “BJL’s creative approach demonstrated a robust understanding of our market place, in-depth consumer insight, as well as recognising the challenges we face.”

The first BJL / Betfred work is scheduled to appear before the end of the year.

Betfred recently acquired the Tote for GBP 265 million and has been awarded an exclusive seven year licence to operate pools betting on UK racecourses. The company is owned and operated by Fred Done who started with just one shop in Salford in 1967.

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